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What is a Peronsalized Ad?
● Uses Personal Information● Base on Browsing History● Based on Previously Viewd Products
How Does it Work?
● Data Collection– Cookies, Browsing History, Credit Cards
● Data Mining– Statistical Analysis, Database Technology, etc
● Targeting Techniques– Personalized retargeting, Real-Time Bidding
What do “THEY” Know?
● Name, Address, Age, Purchases, etc.● Can Infer
– Likelihood of pregnancy, sexual orientation, etc.
How Did “THEY” Find Out?
● Registration Forms● Cookies! Again!● Google, Twitter, Facebook! Oh MY!● 3rd Party Data Aggregators
What Can Go Wrong?
● Identity Theft!● Important Individuals Discovering Secret X!● Incorrect Inferrence!
Should I Get My Tinfoil Hat?
● Nope.● Companies more interested in broad picture
than actual individuals
Why Am I Scared?
● Personal Fallout from results.
● Uncaring System.● Sensible Paranoia.● Epic Picture?
● Picture taken from http://images4.wikia.nocookie.net/__cb20120716045812/deadliestfiction/images/2/24/Cthulhu-rlyeh-rising.jpg
References● Criteo (2013) Major Electronics Brand Includes Personalized Retargeting to Optimize Customer Online Shopping Experience Renowned
Consumer Electronics E-retailer Expands Online Marketing Program Beyond SEM. [e-book] Citero. p.1. Available through: http://www.criteo.com/sites/default/files/success_stories/documents/cs_consumer_electronics.pdf http://www.criteo.com/sites/default/files/success_stories/documents/cs_consumer_electronics.pdf [Accessed: 4/22/2013].
● Crowdscience.com (2011) What is Real-Time Bidding (RTB)? | Crowd Science. [online] Available at: http://www.crowdscience.com/2011/07/what-is-real-time-bidding-rtb/ [Accessed: 22 Apr 2013].
● Greengard, S. (2012) Advertising Gets Personal. communications of the acm, 55 (8), p.18-20.
● Nytimes.com (2013) Log In - The New York Times. [online] Available at: http://www.nytimes.com/2012/12/02/magazine/who-do-online-advertisers-think-you-are.html?pagewanted=all&_r=0 [Accessed: 22 Apr 2013].
● Payne, D. and Trumbach, C. (2009) Data mining: proprietary rights, people and proposals. Business Ethics: A European Review, 18 (3), p.241-251.
● Wordclick.blogspot.com (2012) wordclick: Personalized retargeting vs. Behavioral retargeting. [online] Available at: http://wordclick.blogspot.com/2012/06/personalized-retargeting-vs-behavioral.html [Accessed: 22 Apr 2013].
● Yu, H. and Cude, B. (2009) Possible Disparities in Consumers’ Perceptions Toward Personalized Advertising Caused by Cultural Differences: U.S. and Korea. Journal of International Consumer Marketing, (21), p.251-266.
● Yu, H. and Cude, B. (2009) ‘Hello, Mrs. Sarah Jones! We recommend this product!’ Consumers’ perceptions about personalized advertising: comparisons across advertisements delivered via three different types of media. International Journal of Consumer Studies, (33), p.503-512.